9 types of Email Marketing to engage B2B audiences
Email is the go-to form of customer and prospect communication for many businesses today, allowing clear, concise and detailed conversations. In fact, 73% of marketers agree that the email marketing is core to their business and 40x more effective than social media for lead generation.
Is your business capitalising on this B2B marketing opportunity?
The longer life-span of emails in comparison to social posts means there is more time for businesses to leverage on making a sale or closing a deal. With a current estimate of 100 billion business emails being sent every day, this number of business email accounts is expected to rise to 4.9 billion by 2017.
Overall, email marketing continues to be ranked as the best channel in terms of return on investment, with 68% of…
Chart of the Day: It's never good to compare yourself to others - except when it comes to Email Marketing.
Benchmarking your email marketing is extremely important. It is pivotal to know if you are outperforming your sector or if you need to adjust your tactics.
If you work in B2B then the key stat you need to pay attention to is the fact that B2B retail has an open rate of 24.24% and the click rate is 4.75%. Whereas B2C - Other is slightly lower with an open rate of 22.64% and click rate of 4.04%.
Email benchmarking is discussed in greater detail in our post, Email Statistics - 2017 update.
Source: Email marketing benchmark reports 2017
Sample Size: 1.5 billion emails over 2016
Recommended Resource: Email Marketing Guide
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A B2B case study showing how to create relevant, personal emails on a global scale.
Email marketing has undergone a transformation lately. The giants of online retail have set a precedent for sending relevant, timely email communications with content tailored to each customer on an individual basis.
Now the rest of us must follow, meeting the high expectations to which online consumers have become accustomed.
No longer is it enough to ‘batch and blast’ a single message to a contact list and hope that some will find it exciting….we must learn what each individual customer finds interesting and send them content to meet their requirements. Email personalisation is undoubtedly here to stay.
Improving personalisation as part of your email strategy however is not straightforward. It requires a significant increase in content production and an even greater amount of data. Even for companies with simple business models and minimal product lines, the deployment of personalised email content can…
Why you could be irrelevant to 86% of your target audience... and what to do about it
86% of B2B email marketing does not work. That’s the average level of non-engagement in B2B email marketing databases - the people who never open, never read and never engage with any of your content.
Yet email remains an enduring pillar of modern business communication with UK workers dealing with an average of 40 emails per day and spending an incredible 81 days of the working year reading and writing emails.
How can email marketing be failing to reach such a large proportion of its intended audience when email communication is still so prevalent? So deeply embedded in our daily work?
It is not email marketing that has become less effective, it is broadcast email marketing that has become less effective. That average of…
6 simple techniques to build business relationships through email marketing
Even though email marketing continues to be a core business-to-business (B2B) communication for sales and marketing teams, the market continues to grow from a solely email marketing approach to that of integrated marketing communication.
Rather than using email as a means in which to provide one-way communication the goal is provide marketers with the ability to track, build relationships and manage digital campaigns whilst monitoring a flow of leads - known as Marketing Automation.
Successful marketing automation campaigns consist of three core elements:
1. Email marketing
2. Lead generation
3. An effective marketing database.
In this article we're going to look at some basic techniques to build B2B relationships through email. Join our free B2B Email marketing webcast for more details and examples.
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5 areas of B2B email marketing to review
Email is in decline with the next generation of business professionals more likely to rely on SMS and social network messaging. Yet, most B2B companies still use email-based newsletters as a primary way of attempting to communicate with and engaging customers and prospects.
Email statistics
A recent Forrester report titled ‘How US Marketer’s use email’ heaped further concern on business use of email by summarizing:
6 in 10 B2B companies are keeping their marketing spend flat in 2011
71% use email to communicate with customers and prospects on a regular basis
33 % don’t routinely remove bad email addresses from databases
43% of B2B marketers think email will become more important to their marketing activity
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